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Quant Presky Maves - We customise brands
LOVEFiLM
Come back with Love, for less
The Challenge
Following our appointment in October 2008 as lead agency for acquisition, we were tasked with improving response rates from email campaigns to customers who’d cancelled their membership in the last six months.
The strategy
We employed a regression model, that scanned transactional behaviour, to select those ex-customers who were the most frequent users of the service before they lapsed.
We then looked at longevity of membership – the insight being that people who ‘scored’ highly on both metrics would be most likely to come back.
Customizing the brand
For each ex-customer selected, where possible we offered them a slightly lower priced package than the one on which they left, customizing it to their individual usage – and showing them we know them at the same time! Ex-customers who had been frequent users, but on the lowest tariff, were offered the same price but with the option of renting more films each time.
We tested a variety of free re-trial offers versus no-offers across the audience.And we leveraged the opportunity presented by a new DVD release to link to this 'downgrade' strategy, making the communication appear seamless.
The results
We achieved a 25% uplift in response rates to the control and demonstrated that this approach could be as cost-effective, although not as responsive, where no incentives were offered. Interestingly, in many cases, customers came back on higher packages than those we offered them. We believe this is simply because we have demonstrated that we truly care about their custom…they just needed a little Love!
Why not find out how we can help your brand to win, keep and grow loyal customers?
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